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Joey Yung Or 1 “Fort Erie Celebrates Year of the Horse” Proposal Created by Racing Future/Prime Advertising/Purple Integration Nov 13, 2013 2 Agenda 1. Background 2. Issues 3. Project Scope, Goals and Objectives 4. Strategies and Channels 5. Pre-event Promotion 6. The Event 7. Promotion and Media 8. Estimated Attendance 9. Budget Allocation 3 Fort Erie Race Track Backgrounder . Opened in June 1897, Fort Erie Racetrack is one of most storied tracks in North America and the oldest in Canada. Home of the $500,000 Prince of Wales Stakes (the 2nd jewel in Canada’s Triple Crown). Home of the famous Northern Dancer’s maiden victory. Operates from May to October annually, with races primarily on Tuesday and Sunday. House up to 1,100 horses during the season (500 during the 2013 season). Generates 3rd highest wagering in Canada. 20% patrons are from the US. Horseracing and breeding industry is the 2nd largest industry in the agricultural sector in Ontario, second to dairy industry. In 2010, the total economic contribution from the industry was approximately $4.5 billion. 4 The Issues Termination of the Slots at Racetrack (SARP) program is having a devastating impact on the Ontario horse racing industry: . Reduced purse and race dates. Mass exodus of horses / breeders to the US. Increase prolonged unemployment, especially most of the jobs in the industry involve unskilled labour. 5 Project Scope . In partnership with Racing Future, create an extended campaign to inspire renewed interest in Fort Erie Racetrack. Objectives . Engage large volume of traffic, especially from ethnic communities. Encourage onsite gaming activities. 6 Channel Strategies to drive traffic Media PlacementGiant Regal Horse Overnight Online Hotel Community Package Fort Erie Building Celebrates Year of the Horse Event (3 weekends) Community & One-day Corporate Tour with Donation for Coach Regal Horse Celebrity Concerts Campaign Strategy Regal Horse Community Challenge Tour Packages The Year of the Horse Horse 101 Festival / Website and Concert game Special Races Event Logo Event Poster 10 Pre-event Promotion 11 Pre-event Promotion 1.Chinese New Year Celebrations sponsorship 2. Press Conference 3. Regal Horse road show 4. Horse 101 website with social media 12 CNY Celebrations Sponsorship Event Highlights 1. Lucky Windmill giveaway 2. Lion Dance Competition 3. Photo Opportunity with North America’s largest Lion Head 4. Flash Mob Dance – first of its kind in a major Asian Mall 5. Cultural performances on stage 6. Interactive booth to showcase Chinese culture and activities fit for all ages 7. Live shows on stage featuring popular TV and Radio celebrities 13 CNY Celebrations Sponsorship 14 Strategy #1 - Signature Attraction Develop a major attraction at Fort Erie Racetrack with a central focus. Year of the Horse Celebration with a record-setting Regal Horse as the centerpiece. The ‘Regal Horse’ is the largest man-made horse built by traditional bamboo scaffolding technique, used primarily in Hong Kong. 15 Strategy #2 - Engagement Include different elements to attract different segments: . Horses 101 Website. Special weekend packages for local tour operators. Celebration events in three consecutive weekends, each with a specific theme: . Week #1: 10, 11 August, 2014 – Regal Arrival (completing the Regal Horse) . Week #2: 17, 19 August, 2014 - Celebration of Asian Heritage in Canada . Week #3: 24, 26 August, 2014- Diversity Week Celebration 16 Strategy #3 - Partnership Leverage community partnerships and regional resources; . Community Challenge involving not-for-profit organizations (i.e. The United Way, Heart & Stroke Foundation, etc.) and corporate partnership. Regional and municipal government and boards of trade. Counsul General Office of the People’s Republic of China in Toronto. Hong Kong Economic & Trade Office / Hong Kong Tourism Board. National Ethnic Press and Media Council of Canada. 17 Timeline Weekend of Weekend of Weekend of January - August August 10th August 17th August 24th Launch of Regal Horse, Horses 101 website, Mobile Exhibition Unveiling of Regal Horse Asian Heritage Celebration Diversity Week Celebration 18 Strategy #1 - Signature Attraction 19 The ‘Regal Horse’ . Specially commissioned by tradesmen coming from Hong Kong, the Horse is approx. 30’ (L) X 20’ (H). This is expected to set a Guinness Book of Records for being the largest man-made horse using bamboo. "The largest wooden rocking horse measured 24 ft 11 in x 10 ft 6 in x 20 ft and was created by Ofer Mor in Kadima, Israel, where it was completed on 12 September 2010. To be launched in Toronto, the “Regal Horse” will travel to different cities, in a decorated carriage, across Southern Ontario as a mobile exhibition. 20 Bamboo Scaffolding . Bamboo scaffolding is not commonly used for building large structure except in Asia, especially in Hong Kong. It may look low tech, but bamboo is a perfect scaffold material, being strong, straight, lightweight, cheap and renewable. This ancient building material is most impressive when juxtaposed against modern high tech buildings and is sometimes used as scaffold for the tallest of skyscrapers. Bamboo scaffolding has been used for more than 5,000 years in Southeast Asia. 21 Bamboo Scaffolding 22 The Art of Bamboo Scaffolding 23 The Giant Bamboo Scaffolding Horse 24 The ‘Regal Horse’ . Like a quilt, pieces of ‘skin’ will be provided to charities for fundraising – on their own, they raise money by getting donors’ names / palm prints on the ‘skin’. Once each piece is completed, it will be attached to the horse. The ‘Regal Horse’ will be unveiled at Fort Erie on the opening weekend of the June celebration. 25 Miniature Bamboo Scaffolding Horse Mobile Exhibition 26 Strategy #2 - Engagement 27 Horses 101 . Education and promotion of thoroughbred / horse racing with online games, promotions and rewards. 28 Horses 101 (con’t) . Build online community, with special emphasis on data collection and active engagement through e-Blasts and social media. Interactive online training to become virtual rider, trainer, owner. Test knowledge to earn ‘coins’ for online games. Coins can be spent to purchase new equipment, races in different cities, purchase additional horses. Remaining coins can be redeemed at Fort Erie as actual wager. 29 Community Challenge .Goals: . To leverage record-setting ‘Regal Horse’ for the good of the community. To create engagement opportunities, with both grassroots and corporate communities. .Multi-level engagement: . Non-profit organizations, from the GTA, Burlington, Hamilton, Niagara region and New York State are invited to adopt the ‘Regal Horse’ and receive the ‘skin’ for fundraising purposes. All the participating organizations, donors, supporters are invited to take part in the unveiling of the ‘Regal Horse’ and each will receive a certificate of participation. Selected organizations will be invited to sell 50/50 raffle during one of the festival weekends. Raffle stub can be redeemed for betting. 30 Tour and Hotel Package 31 Special Tour Package (overnight) . Create packages for local tour operators; . $150 – coach transportation to festival, concert, a meal, $10 voucher for betting, hotel stay. 32 Special Tour Package (one day) . Create packages for local tour operators; . $50 – coach transportation to festival, concert, $10 voucher for betting/ 33 Regal Arrival - Celebration Weekend #1 . Completing the ‘Regal Horse’. Regal Cup thoroughbred race. Carnival atmosphere in parking lot; . Multicultural Food Fair. Stage performances: ‘Canada Got Talents’ type events. Feature concert – Major Canadian performers – TBD. Community Challenge. 34 Regal Arrival (con’t) . Feature concert – Major Canadian recording artist(s) - (TBD). Primary target participants; . Community organizations and sponsors who participated in the ‘Regal Horse’ campaign. Residents in the Golden Horseshoe, Buffalo who want to be part of the Guinness Book of Records event. Young professionals . Food & music aficionados . Online community . Tourists 35 Asian Heritage Celebration - Weekend #2 .Asian Heritage Cup - including jockeys from Asia 36 Asian Heritage Celebration (con’t) . Carnival atmosphere in parking lot; . International Lion Dance Invitational Showcase featuring top martial arts schools from Canada, US, Malaysia and other Asian countries. Cultural Performances . Special Exhibition – Asian Canadians’ contribution to Canada. Community Challenge 37 Asian Heritage Celebration (con’t) International Lion Dance Invitational Showcase featuring top martial arts schools from Canada, US, Malaysia and other Asian countries. Asian Heritage Celebration (con’t) . Feature Concert – by a top Asian artist in the same class as: . Joey Yung or . Zhang Hui-mei (A-Mei) or . Eason Chan or . Jay Chou 39 Asian Heritage Celebration (con’t) Joey Yung . Joey Yung is a Hong Kong Cantopop singer and actress from Emperor Entertainment Group. She won the prestigious JSG "Most Popular Female Singer" and "Ultimate Best Female Singer - Gold" awards a record-breaking eight times. As the highest paid Hong Kong-based Cantopop singer, Joey is among the top Chinese celebrity according to Forbes Magazine. 40 Asian Heritage Celebration (con’t) A-Mei . A-Mei (Chinese: 阿妹; pinyin: Ā Mèi), also known by her Chinese name Zhang Hui-mei. An aboriginal Taiwanese pop singer and occasional songwriter, A-mei made her debut in the world of music in 1996, achieving rapid commercial success. She has been called a diva of the Mandarin pop music scene and the "Pride of Taiwan". She has won numerous music awards and is extremely popular within Mandarin-speaking world. 41 Asian Heritage Celebration (con’t) Eason Chan . Eason Chan , with family roots in Dongguan, Guangdong, is a prominent male Hong Kong singer. Considered by some to be Hong Kong's third "god of song". In 2012, Time Out Hong Kong crowned Chan as the "King of Asian Pop". Chan is ranked #6 in the 2013 Forbes China Celebrity Top 100 List. Eason Chan was the big winner at the prestigious Golden Melody Awards in 2003 and 2009. In 2009, Chan won "Album of the Year" again for his work in Mandarin album "Don't Want to Let Go". 42 Asian Heritage Celebration (con’t) Jay Chou . Jay Chou is a Taiwanese musician, singer-songwriter, multi- instrumentalist and actor.
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